Garuda - Garba Rujukan Digital

Scarlett Products Booming: Does Experiential Marketing Matter? Christian Kuswibowo; Catur Erty Suksesty; Febrina Mahliza; Yennida Parmariza; Muhammad Faisal Anwar
Jurnal Manajemen Universitas Bung Hatta Vol. 18 No. 1 (2023): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v18i1.22089

The study intentions to observe and analyze the effect of Brand Image and Product Quality on Purchase Intention of Scarlett products through Experiential Marketing as the Variable of Intervening. Causal research method was used here in order to define if there is any causal relation from independent to dependent variables. Data collection technique was benefitted the questionnaire. The population chosen were users of Scarlett products in West Jakarta area. The sample of this research is the consumers who use the Scarlett product with a total of 100 respondents who were selected randomly using random sampling technique. The Structural Equation Model was used as the research approach with Smart-PLS 3.2.8 version analysis research tool. It is found that Brand Image influenced both Purchase Intention and Experiential Marketing positively and significantly. Product Quality effected both Experiential Marketing and Purchase Intention significantly and positively. Experiential Marketing proved to effect Purchase Intention positively and significantly as the implication, Experiential Marketing should be maintained more broadly to increase Purchase Intention.

Optimization of digital marketing strategy through e-commerce is increasing SME sales Batik Cikadu, Tanjung Lesung, Pandeglang Prita Prasetya; Winda Widyanti; Riska Rosdiana; Febrina Mahliza; Dian Primanita Oktasari
Priviet Social Sciences Journal Vol. 2 No. 3 (2022): November 2022
Publisher : Privietlab

Digital marketing is one strategy that business actors can do to promote their business. This community service activity is in the form of training on optimizing digital marketing strategies through E-commerce to increase sales of SME Batik Cikadu, Tanjung Lesung, Pandeglang. Batik Cikadu is one of the creative industries that has experienced a decline in sales due to the pandemic. This training was held face-to-face in the Tanjung Lesung Special Economic Zone (SEZ), Pandeglang Regency, Banten. The training method is in the form of material presentation, followed by discussion and question and answer. The results of this training show the participants' enthusiasm by providing understanding and practical examples in making marketing strategies through social media. With this activity, each group member gains knowledge and experience in digital marketing through e-commerce to make it easier for SMEs to increase brand knowledge to consumers and sales.

PEMANFAATAN APLIKASI BUKUWARUNG DALAM PENCATATAN DAN PENGELOLAAN KEUANGAN UMKM DI WILAYAH KEMBANGAN SELATAN Riska Rosdiana; Febrina Mahliza
PEMANAS: Jurnal Pengabdian Masyarakat Nasional Vol 2, No 1 (2022)
Publisher : PEMANAS: Jurnal Pengabdian Masyarakat Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/pemanas.v2i1.15413

Pengetahuan dan pemahaman tentang pengelolan keuangan dan pengembangan usaha yang baik dapat membantu para pemilik usaha dalam mengambil keputusan-keputusan yang tepat dalam manajemen usahanya, sehingga menghasilkan perilaku manajemen keuangan dan pengembangan usaha yang baik. Saat ini, ada jenis aplikasi yang tengah populer di kalangan pelaku UMKM, yaitu aplikasi pengatur keuangan. Salah satu aplikasi tersebut adalah BukuWarung berguna untuk menyimpan data keuangan harian dalam berbisnis. Melihat situasi tersebut maka perlu dilakukan edukasi pemanfaatan aplikasi keuangan berbasis digital bagi pelaku UMKM di wilayah Kembangan Selatan. Tujuan dari kegiatan tersebut agar para peserta mendapatkan pemahaman mengenai pengelolaan keuangan individu dalam bentuk perencanaan dan pencatatan sederhana berbasis digital untuk UMKM. Kegiatan pengabdian kepada masyarakat dihadiri 38 pelaku UMKM. Kegiatan pelatihan dilaksanakan secara hybrid dalam dua sesi yaitu sesi pertama adalah lecturing yaitu penyampaian materi pelatihan oleh narasumber dan sesi kedua adalah discussion yaitu kegiatan diskusi dengan para peserta. Setelah pelaksanaan pelatihan, kegiatan pengabdian kepada masyarakat dilanjutkan dengan adanya sesi mentoring (edukasi) terhadap satu pelaku UMKM binaan selama 1 bulan. Evaluasi kegiatan diperoleh melalui kuesioner evaluasi kepuasan peserta. Kata Kunci: Sosialisasi, BukuWarung, pencatatan keuangan digital, pengelolaan keuangan digital, UMKM

PEMANFAATAN APLIKASI PEMBUKUAN KEUANGAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM di RUSUN MARUNDA Riska Rosdiana; Febrina Mahliza; Irvan Hermala; Siska Maya
Jurnal Pengabdian Masyarakat Nasional Vol 3, No 2 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/pemanas.v3i2.24403

Knowledge and understanding of good financial management and business development can help business owners make the right decisions in their business management, resulting in good financial management behavior and business development. Currently, there is a type of application that is popular among MSME players, namely financial management applications. One of these applications is BukuWarung, which is useful for storing daily financial data in business. Seeing this situation, it is necessary to provide education on the use of digital-based financial applications for MSMEs in the Marunda Flats Area. The aim of this activity is for participants to gain an understanding of individual financial management in the form of simple digital-based planning and recording for MSMEs. The community service activity was attended by 40 MSME actors. Training activities were carried out face-to-face in two sessions, namely the first session was lecturing, namely the delivery of training material by resource persons and the second session was discussion, namely discussion activities with the participants. After carrying out the training, community service activities continued with a mentoring (educational) session for one coached MSME actor for 1 month. Evaluation of activities was obtained through participant satisfaction evaluation questionnaires.Keywords: Socialization, BukuWarung, digital financial records, digital financial management, MSME.

The Preferences of Consumers’ Halal Products in Cosmetics Market Mahliza, Febrina; Prasetya, Prita; Kuswibowo, Christian
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.85-97

The various challenges faced by local industries have limited them performance in serving the halal market. This study aims to review consumer challenges and concerns, especially in consuming halal cosmetics. The development of a research model related to the determinants of halal products in the context of halal cosmetics products are important as a reinforcement of previous research. Therefore, this study aims to review the determinants of consumers in consuming halal products. Surveys through questionnaires are conducted by researchers to collect respondents to answer and the collected data is analyzed by quantitative research methods. A total of 150 questionnaires were coded and analyzed by statistical techniques. This research contributes to an understanding of how consumers view the sustainability of the consumption of Halal cosmetic products. Based on the results of the study, religiosity had no significant effect on behavior. Halal knowledge has no significant effect on behavior. Attitude has a positive and significant effect on behavior. Lifestyle has a positive and significant effect on behavior.

Halal cosmetics and consumer behavior: Insight from Millennials Mahliza, Febrina; Prasetya, Prita
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8802

Purpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.Novelty — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products.

DETERMINING PURCHASE INTENTION IN HALAL PERSONAL CARE PRODUCT: STUDY ON MUSLIMAH MILLENNIAL GENERATION Mahliza, Febrina; Prasetya, Prita
Jurnal Aplikasi Manajemen Vol. 19 No. 2 (2021)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2021.019.02.08

Currently, Indonesian citizens were mostly dominated by the millennial generation. The domination of this generation became a potential market for a halal product. However, millennials considered having less interest to dig more information about the "halalness" of products. Therefore, this study will focus on the millennial generation's halal personal care product purchase intention behavior. Method applied in this study was quantitative and the primary data taken from the millennial generation in Jakarta, which amounted to 104 respondents by purposive sampling. Further, Partial Least Square (PLS) was used as data analysis. The results study showed that halal personal care product's purchase intention was affected significantly by halal marketing and health reason. Halal awareness and certification did not significantly affect the millennial generation's purchase intention of halal personal care products.

Pendampingan Strategi Pemasaran Digital Berbasis Media Sosial untuk Meningkatkan Visibilitas dan Sukses Usaha Masyarakat Urban Mahliza, Febrina; Rosdiana, Riska; Pernamasari, Rieke
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 3 No. 2 (2025): May 2025
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/jp2m.v3i2.354

The purpose of this community service activity is to improve the understanding and skills of MSME actors in urban areas, especially in Meruya Utara Village. The methods used in this mentoring activity are socialization and training. The results of this mentoring activity show an increase in participants' knowledge of the importance of digital marketing and a high interest in implementing social media in their business activities. Participants also showed interest in developing their business accounts more professionally. The discussion of this activity emphasizes that social media-based digital marketing training is very relevant and needed by urban MSME actors. This activity contributes to encouraging business sustainability by expanding market reach and increasing competitiveness through more modern and effective marketing strategies.

Antecedents and Consequences of Muslim Millennials Attitude Towards Halal Personal Care Products Mahliza, Febrina; Nugroho, Lucky; Ali, Anees Jane Ali
IKONOMIKA Vol 5, No 2 (2020)
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/febi.v5i2.7203

In Indonesia, the millennial generation is the generation that dominates the population. This is a promising target market for companies or producers of personal care products. This research focuses on the attitudes of the millennial generation towards halal personal care products. The method used is quantitative research with primary data taken from 143 millennial generation female consumer respondents in Jakarta and Tangerang with data collection techniques using purposive sampling. The data analysis used is Partial Least Square (PLS) analysis. Based on the results, the attitude of the millennial generation towards halal personal care products is significantly influenced by religiosity and halal knowledge. At the same time, media exposure has no significant influence on the attitude of the millennial generation towards halal personal care products.

Halal cosmetics and consumer behavior: Insight from Millennials Mahliza, Febrina; Prasetya, Prita
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8802

Purpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.Novelty — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products.

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